By Seb Joseph

Volvo wants its brand purpose to stand for something beyond the steel frame of its vehicles, a mindset reflected in its Cannes Lions Grand Prix winning Lifepaint campaign’s focus on safety outside the car rather than inside it.

In a market where brand value is derived from performance relative to competition, the Swedish car marque needs its value to transcend the emotional imagery frequently used by its peers to enrich their functional qualities. The aim is to produce more marketing that takes the innovations of its cars, like its IntelliSafe sensors, and create products and services like Lifepaint, a reflective safety Read full story ›

Source: The Drum